Miami Roundtable

How can U.S. companies use video to best reach customers in Latin America?

Miami’s most senior marketing executives will discuss their opportunities and challenges, with a keen focus on how to spend effectively in Latin America, improving attribution and reaching target audiences.

Based on conversations with Miami-based brands and agencies, US brands are sharing similar challenges in reaching Latin American markets.

This Videonomics Roundtable is a half-day event amongst senior marketing executives that are specifically focused on Latin American markets, and participants will engage in in-depth discussions on the dynamics of video, media, and marketing to this audience. The afternoon will be primarily comprised of case studies leading into group-wide discussions surrounding today’s most pressing challenges and opportunities: incorporating mobile video, making secure investments, targeting using 1st and 3rd party data, and selecting appropriate technology and strategies to deploy in these international markets. With programmatic and addressable becoming key players, it’s more important than ever for brands to be prepared and select the right partners. Latin American markets will no doubt follow in these trends while developing divergent trends of their own.

Opening Networking & Registration

Video Targeting Case Study

There are many challenges around accurate targeting in Latin America, but there are opportunities as well. 3rd party data availability lags behind the US and EMEA markets, but there is an advantage because the overall technology landscape is not as fragmented. Technology initiatives move slower, but there are fewer established and entrenched players. Today, the digital share of overall marketing is still much lower than in other regions, but there are a dozen ways to make a real difference tomorrow.

In this session led by a global marketing platform supplier to brands, agencies, and publishers, discussion will uncover how you can be a good partner, how you can be a good client, and how everyone can participate in making a connected and concerted effort to grow digital.

The Challenge (and Opportunity) of Video Targeting in Latin America

Online usage and opportunity is exploding in the Latin American Video Marketplace. One of the largest challenges that marketers face is targeting as data strategies employed in other markets have not kept pace with video consumption. Media companies are inconsistently providing data and local publishers are not always offering the same data as US media companies operating in the space. Additionally, LatAm marketers have to work across multiple countries navigating inconsistencies in regulations, the state of infrastructure and the deployment of technology (some are on mobile, some wifi, some shared devices).

In this session, agency executives and brand marketers will share how they are balancing multinational media, technology partners, as well as their own solutions as they work around some of the barriers specific to the Latin American video marketing.

Mobile Video Case Study

Mobile is no longer pasted-on or relegated to the test and learn part of the media plan. Consumers are searching, discovering and engaging with brands on mobile and Smartphone penetration growth in Latin America means that digital will be more about mobile than it does about desktop. For the the mobile natives, there’s no sense of digital and physical worlds being two separate things, it is enabling them to do things they could never do before. Mobile natives now connect to the real world by bridging the digital and physical side by side through a frictionless mobile experience.

If Mobile is a layer and not a channel, is it going beyond the physical device, is the screen opportunity disappearing? What are the implications of the changes in the way mobile content is monetized and contributes value to optimizing the digital journey?

Room Wide Discussion: Mobile Video

When everyone carries a screen wherever they go and some carry more than one device, leveraging mobile media is not an option, it’s a requirement. But, LatAm marketers remain uncertain of their mobile media strategy. With cell data rates higher than in the US, a heavy reliance on wifi, video proving to be more effective at marketing, and lower PC usage than in other regions, nailing your mobile video strategy has never been more important.

This room wide conversation will focus on best practices, varying consumer access, and attribution. It really comes down to the opportunities and difficulties in mobile.

Break

Digital has become core within media conversations as it provides a data-fueled avenue for brands to interact with their potential customer in a way that is often more effective and efficient. Data embedded media buys through DSPs, or programmatic media buying mechanisms, are beginning to be seen as key drivers of success for brands, independent of branding or performance goals.

In this session, we will discuss programmatic’s key selling points; control, efficiency, data and insights, and bring out the big elephants in the room: transparency & trust (including viewability), addressability and data quality, and audience fragmentation (cross-device).

Cocktail Reception

Viceroy Miami

485 Brickell Avenue Miami, FL

Cocktails with a View

Viceroy Miami blends timeless East Asian accents, international service standards and Miami's own rich ambience to create an unparalleled resort destination in Brickell, Miami's Wall Street of the Americas. This Miami boutique hotel is centrally located near the city's many distinctive neighborhoods, cultural institutions, sporting venues and area attractions.